Photo by Johnny QuirinCorey Niemchick, left, and John Evans of Storytelling Pictures founded the Grand Rapids Film Festival.

West Michigan is already home to a handful of well-respected film festivals -- most notably the Waterfront Film Festival, which was held in Saugatuck in June, and the Traverse City Film Festival coming at the end of this month. But Grand Rapids, the second largest city in Michigan, will have its first major film festival in August.

"It's a city that's trying to attract young professionals; it's a city that's trying to attract creative talent," said Corey Niemchick, president of Storytelling Pictures and co-founder of the Grand Rapids Film Festival. "It's a city that's got a lot to offer those people -- it's a city that has those people. Why not do a film festival?"

Niemchick and business partner John Evans chose to focus on films "that are message driven or family films that are universally entertaining," but Niemchick is hesitant to label the genre "family friendly" because it's become a "politically abusive term." The entire festival doesn't necessarily have to be suitable for all ages, but he and Evans didn't want films containing gratuitous sex, excessive profanity or graphic violence. He wanted films he could see with his teenage children and discuss the themes and choices with them afterward.

"We just wanted to create a film festival where filmmakers -- there's so much talent out there -- could submit their works that are inspiring and challenging and motivating and message driven and not the typical Hollywood 'gish,'" Niemchick said.

Although he knew the "family-oriented" quality could prompt a negative reaction from some people, so far the reaction has been very good.

The festival is open to filmmakers from around the world, and organizers already have received submissions from the U.K., Canada and Korea, as well as from across the United States. Niemchick would like the festival to draw positive attention to Grand Rapids, similar to the attention Art Prize has merited.

West Michigan Film Commissioner Rick Hert also feels the west side of the state is fortunate to have film festivals and agrees they draw attention, but he feels West Michigan needs to do more to build the film industry.

Festivals "give our local filmmakers an opportunity and help other folks become more interested in film -- all critical, all crucial, all wonderful," he said. "I go back to the genesis, if you will, of what we're trying to accomplish, and that's economic development."

Hert

On a regular basis, Hert hears from people wanting to move back to the state or students deciding to stay in Michigan after graduating because of the growing film industry.

"Jobs and financial spending in our communities is just absolutely crucial at this point," he said.

Hert has a look at the industry "from the inside, looking at the number of companies and the amount that they spend," not only on food and accommodations, but also on construction supplies, travel agents and crew.

However, he also sees the projects that consider West Michigan but end up shooting elsewhere -- and West Michigan doesn't lose films just to other states or Canada. Hert had been working with one project for six months that was considering shooting in Kalamazoo, but will film in Ann Arbor instead.

"It's very frustrating," he said. "They do a much better job in Southeast Michigan of marketing and being aggressive."

Southeast Michigan has the advantages of a filming history, studios and a much larger crew base, plus the area has devoted serious money, time and manpower to attracting the industry, he said.

Niemchick agrees.

"As much as everyone tries to separate themselves from Detroit, because of the weight pulling us down, they're trying to be very proactive and become a film mecca," he said. "And I think Grand Rapids could do that, too. We have so much to offer."
Hert doesn't want to slight the filmmakers in West Michigan -- he knows there's a lot of talented companies and individuals. But he said West Michigan communities need to step up.

"My message to these cities and counties is that we need to get serious -- not to spend a lot of money, but to spend time, effort, our resources," Hert said. "We need to get serious to go after this gift that the state has given the communities to make movies in Michigan."

As a taxpayer, Hert appreciates the message of the naysayers of the film incentives and the film industry who argue that the state shouldn't be giving outsiders a tax break. However, he thinks West Michigan should still try to benefit from the credits.

"This is legislation that has passed -- it's in place, and we should try to make the most of it," Hert said. "The story I've got is you might not agree with President Obama's stimulus money that they're giving out, but by golly, we should do our best to get some of that for Michigan."

For the film incentives to be successful in the long term, they need to have a statewide impact, Hert said.

"The good news is that as we build our crew base, as we build a reputation of good work ethic and opportunities for filmmakers here, we continue to see more interest," he said. "I currently have a spreadsheet of well over 30 projects that are looking at us, depending on when they get funded, if they get funded, and some are coming at us as we speak."

For updates follow the Grand Rapids Film Festival on Twitter @GRFilmFestival.

Contact Olivia Pulsinelli at oliviap@mbusinessreview.com, or follow her on Twitter @oliviacp.